Houston Business Journal and the Leading Edge Alliance Honor Texas Female Partner

Karen Love

Karen Love

Karen Love, director of practice growth at Pannell Kerr Forster of Texas (FY16 net revenue of $24.2 million) of Houston, was honored in the Houston Business Journal’s C-Suite awards as Top Chief Marketing Officer. The next week, she was chosen for the Leading Edge Alliance’s On the Edge Innovation award, alongside two others.

Top Chief Marketing Officer is awarded to the individual who achieved exemplary growth in their company through their marketing initiatives. Love is also a finalist in the Houston Business Journal’s Women Who Mean Business awards.

Love was chosen for the Leading Edge Alliance On the Edge Innovation award for her impact on the marketing function of public accounting, helping to elevate it from an administrative-level task to a strategic and executive imperative.

“As she elevated the marketing function of public accounting, she elevated those around her as well, whether those people were CPAs or fellow marketers who she has taught and mentored,” says Karen Kehl-Rose, president, Leading Edge Alliance.

AICPA Campaign Promotes CPA Firms’ Key Role in Advising Small Businesses

The AICPA launched the latest update of its national #CPApowered campaign, an initiative designed to showcase the strengths of CPA firms as trusted tax and business advisors to consumers and small businesses.

This year’s campaign features two 30-second videos with the tagline, “Don’t Worry, I’m a CPA,” both of which allude to practitioners’ expertise in business development, tax planning, risk management, cybersecurity and more. The videos are part of a national cable television and social media buy this fall. Firms can promote themselves through paid opportunities on YouTube, Facebook and local television, as well as use the two videos and other materials for free on their website and social media channels.

“Small businesses are the backbone of the U.S. economy, and no one is better suited to provide trusted, informed business advice to this sector than CPAs,” says Mark Koziel, executive vice president of firm services.

Since its launch in 2014, #CPApowered has reached more than three million people through innovative digital media and content strategies. The AICPA has created a CPA marketing toolkit for small business with promotional materials that firms can personalize with their brand. More than 130 firms and several state CPA societies have signed up to participate in the campaign this year.

Information on the videos, suggested social media postings and co-branding options for materials can be found here. Videos and content for small business owners on such topics as acquiring financing, succession planning and family office considerations can be found at cpapowered.org.

Alexander Thompson Arnold Merges with Ashby & Associates

Union City, Tenn.-based Alexander Thompson Arnold (FY16 net revenue of $20.3 million) merged with Tupelo, Miss.-based Ashby & Associates.

“We already work with clients in the Tupelo area and look forward to expanding our presence and involvement in the community. We are eager to grow the firm in years to come,” says ATA partner Stephen Eldridge.

ATA provides accounting, auditing, tax and consulting services. With the addition of Tupelo, ATA now has 14 office locations in western and central Tennessee, western Kentucky and Mississippi.

AAM Announces New Board of Directors

The Association for Accounting Marketing (AAM) announces its board of directors for the term beginning July 1. The association will be led by Laura Snyder, senior manager at Crowe Horwath, who assumes a one-year term as president.

Joining Snyder on the executive committee are:

  • Craig Browning, director of marketing, KWC, president-elect
  • Jen Lemanski, manager of practice growth, PKF Texas, vice president
  • Caren Rodriguez, director of marketing, DMJ & Co., secretary
  • Carrie Steffen, president and co-founder, The Whetstone Group, treasurer
  • Kristen Lewis, director of marketing, EisnerAmper, immediate past president

The officers are joined by 11 elected board members-at-large including:

  • Brian Swanson, founder/principal at Flashpoint Marketing
  • Mitch Reno, director of client experience/principal, Rehmann
  • Becca Davis, director of practice growth, Rea & Associates
  • Bonnie Buol Ruszczyk, president, BBR Marketing
  • Melissa Brogan, marketing director, Barnes Dennig
  • Chuck Ludmer, chief marketing officer, CohnReznick
  • Cheryl Bascomb, director of marketing and business development, BerryDunn
  • Mark Koziel, vice president, AICPA
  • Græme Gordon, executive director, Praxity
  • Pauline Gonnering, director of growth and operations, Cummings Keegan & Co.
  • Nathan Wozniak, marketing operations manager, BKD

Marketing Achievement Awards Presented by AAM

Thirty awards for marketing accomplishment were awarded June 14 by the Association for Accounting Marketing at its annual award gala, which features awards in multiple categories: websites, branding, multimedia and maverick marketing.

Expert category judges, including professionals in marketing, advertising, communications and professional services, reviewed and judged 99 entries. Winning entries were recognized for the accomplishment of a specific goal or objective, executing a project strategically, and measurable results.

The categories and winners are as follows:

Advertising

  • Digital Advertising, Faw Casson
  • Paid Content Marketing & SEO Campaign, Anders CPAs + Advisors
  • Print Campaign: Total Spend of $24,999 of Less, Sol Schwartz & Associates PC
  • Print Campaign: Total Spend Above $25,000, Mazars USA LLP

Branding

  • Integrated Branding Programs: Budget Above $100,000, Postlethwaite & Netterville APAC
  • Integrated Branding Programs: Budget Below $100,000, Henry+Horne
  • Logo New or Refreshed, Lindquist LLP

Business Development Initiative

  • Customized Sales Initiative or Approach, Weinstein Spira

Collateral and Content Marketing

  • Announcements/Invitations, William Vaughan Company
  • Blogs, Henry+Horne
  • Brochures, Baker Tilly
  • Integrated PR Campaign, Collins Barrow Toronto
  • Publications and Newsletters, The Wolf Group

Events

  • Budget between $10,000 and $24,999, Henderson Hutcherson & McCullough
  • Budget less than $9,999, Rea & Associates Inc.
  • Budget about $25,000, Freed Maxick CPAs PC

Marketing and PR Campaigns

  • Client Service/Survey, Margolin Winer & Evens LLP
  • Direct Marketing Campaign, Rehmann
  • Integrated Marketing Campaign, Rehmann
  • Non-Technical Published and Featured Articles, Henry+Horne
  • Nurture/Lead Generation Campaign, EKS&H LLLP
  • Recruiting Campaign, Bergan KDV
  • Social Media Campaign, WithumSmith+Brown
  • Technical Published and Feature Articles, Baker Newman Noyes

Video and Multimedia

  • Program Budget above $10,000, WithumSmith+Brown
  • Program Budget below $9,999, Skoda Minotti

Website

  • Project Budget between $10,000 and $24,999, Henry+Horne
  • Project Budget above $25,000, Elliott Davis Decosimo
  • Project Budget below $9,999, BKD LLP

Members Choice

  • Website: Project Budget below $9,999, Whaley Hammonds Tomasello

AAM Announces Marketing Achievement Award Recipients

The Association for Accounting Marketing (AAM), the leading trade association focused exclusively on marketing and business development for the accounting profession, announced the recipients of its individual Marketing Achievement Awards (MAA) June 14 at its annual gala.

The event was held at the MGM Grand in Las Vegas during the organization’s 28th annual conference.

Jamie Thomas

Jamie Thomas

Jamie Thomas was inducted into the AAM Hall of Fame. Inductees must have 10 years or more of service and be known for their outstanding accomplishments as a leader of the association.

Thomas is a past president who helped AAM navigate through challenging times of transition and growth; served as a member and chair for various committees; spoken often at AAM conferences and has always said yes – many times before AAM even asked for help. Thomas happily shares experience with AAM members on many topics including how to get started at your firm, building firm culture, and so much more.

She is the first non-CPA to earn a partnership position with her firm The LBA Group of Jacksonville, Fla., which was acquired by Chicago-based BDO late last year.

Nicole Sterling was named Volunteer of the Year, which recognizes dedication to AAM, involvement on committees and/or special projects, as well as their professional accomplishments.

As chair of the website committee, Sterling, of RSW Accounting and Consulting of Montreal, Quebec, has given tirelessly to her role, whether it’s leading calls or working nights and weekends with other committees to ensure their sections of the website are working properly. From the new profile badges, to launching the marketer’s library, to building new sections and functionality, she’s constantly finding ways to maximize the ways to use AccountingMarketing.org, AAM Connect and the AAM Portal.

Jeshanah McLeod

Jeshanah McLeod

Jeshanah McLeod was honored as Rookie of the Year, which recognizes a marketer on the rise, who demonstrates distinction in the field. The Rookie of the Year shows creativity, initiative and ambition.

McLeod, of Lancaster, Pa.-based Brown Schultz Sheridan and Fitz, was hired as a marketing coordinator in September 2015. Her performance was deemed to be well above the expectations of the firm as she helped to revitalize her firm’s marketing efforts in her first year, which resulted in her title being changed to marketing director in February 2016. Educating the firm on the importance of marketing, this honoree presents initiatives in a way that helps the firm better understand how marketing initiatives benefit them.

Kucera Named AAM’s 2017 Marketer of the Year

Laura Kucera

Laura Kucera

Laura F. Kucera, chief marketing officer at New York-based Citrin Cooperman, has received the Association for Accounting Marketing’s (AAM) 2017 Marketer of the Year award, sponsored by INSIDE Public Accounting (IPA).

The winner was announced by IPA June 14 at AAM’s 2017 Summit in Las Vegas. The Marketer of the Year presentation was the highlight of the 23nd annual gala, which also honors winners of dozens of marketing achievement awards.

Kucera leads strategic marketing, communications and business development strategies for Citrin Cooperman, which is ranked among the top 25 largest firms in the country, according to IPA.

Citrin Cooperman CEO Joel Cooperman, who nominated Kucera for the award, praises her “marketing and business acumen, analytical mindset, motivational leadership skills and innate client-focused approach.” He says that her leadership has contributed to the firm’s significant growth of 17% in 2016, which included the joining of two firms and three new offices in New England, the development of four new consulting practice groups and the restructuring of the firm’s advisory services line.

Kucera led integration efforts for the newly joined firms, developed in-depth marketing and business development strategies for the New England market, formed a new international strategy group and launched a global go-to-market plan with Mark Fagan, MP of the firm’s Norwalk, Conn., office and board member of Moore Stephens N.A.

Kucera played an important role in pulling together a new technology and risk advisory consulting practice. She created a four-hour cross-selling class with Fagan and taught it to more than 100 staff. Finally, Kucera developed an in-house design team and launched a new visual identity for the firm.

“Citrin Cooperman’s brand awareness has grown tremendously under Laura,” says IPA Publisher Kelly Platt. “She’s a great communicator, mentor and morale-builder who has unified all professionals to do their part to grow the firm. She richly deserves this award.”

“I cannot think of a more deserving candidate for this recognition,” Fagan says. “Not only does Laura have a full-scale understanding of marketing principles, she has a deep understanding of the firm’s business goals and works relentlessly to implement strategies to achieve those goals.”

Alan Badey, MP of the Citrin Cooperman White Plains, N.Y., office, says Kucera “gets it.” Her knowledge of the profession, the marketplace and what differentiates the firm “has completely changed the look and feel of Citrin Cooperman both internally and externally,” he says. “She created our brand, ‘Focus on What Counts,’ which says everything about us and everything that our clients have come to expect from us.”

He adds, “Not only is she running our marketing and sales, she is involved with most significant initiatives in the firm – from mergers, to service line restructuring, to staff mentoring and infrastructure upgrades.”

This is the fourth year that IPA has sponsored the Marketer of the Year award. A panel of independent judges, who are themselves leaders in the profession, were selected by IPA to review and score each of the nominees.

Wipfli Names New Executive Marketing and Development Officer

Ellen Trytek

Ellen Trytek

Milwaukee-based Wipfli (FY16 net revenue of $228 million), one of the top 25 accounting firms in the U.S., recently named Ellen Trytek as the firm’s executive marketing and development officer.

Trytek is a veteran marketing executive with extensive experience creating and delivering business and marketing strategies to grow professional services, consulting and business-to-business service industries. In this position, Trytek will lead the firm’s marketing team in the development and execution of the firm’s integrated branding and marketing strategies and initiatives.

“Having led global marketing efforts at two top national professional services firms, her extensive experience in branding, communications and business development will be invaluable in helping the firm continue to grow its market presence,” says Rick Dreher, Wipfli’s MP.

Trytek, with over 30 years of experience, has led the marketing functions for several national professional services firms through a number of leadership positions, including positions as chief marketing officer of the national law firm Drinker, Biddle & Reath and chief marketing officer of the national accounting firm CliftonLarsonAllen.

AICPA Launches New Branding

The AICPA is rolling out new branding in conjunction with the Chartered Institute of Management Accountants and their joint venture, the Association of International Certified Professional Accountants.

The move will create unified branding for all three organizations, sharing the sphere logo and the same color palette. Currently only the logo for the association has been released; the rest of the rebranding will be announced in the coming weeks, and is expected to be completed by the end of 2017.

The rebranding was announced in a letter to members from institute chair Kimberly Ellison-Taylor and CIMA president and association chair Andrew Miskin.

“This new brand signals that we are part of one global family with a shared commitment to public and management accounting as we come together through the Association,” says Ellison-Taylor and Miskin. “The same logo, colors and other attributes will appear across our brands to represent a consistent beacon of quality and integrity around the world.” The new look was extensively tested with members and students, who described it as “professional, visionary, dynamic and influential,” they say.

Monestime Named Chief Marketing Officer at Gray, Gray & Gray

Kelly Monestime

Kelly Monestime

Canton, Mass.-based Gray Gray & Gray (FY15 net revenue of $19.4 million) has announced that Kelly Monestime has been named chief marketing officer.

Monestime joined Gray Gray & Gray in 2004, and previously served as the firm’s director of marketing.

“Kelly Monestime has played a significant role in the growth of our firm over the past decade,” says MP Joe Ciccarello. “Her leadership of our marketing and business development efforts has been exemplary, and she and her team have succeeded in creating a clearly defined brand for the firm.”